There are other people involved who also have to be persuaded for the sale to go ahead. There are referrers who might recommend people towards your organisation.
Who those people are will vary greatly depending on what you sell and to whom. It might be a partner or spouse, a business partner, a boss, a Company Director (the FD is a common one), a team of users, or even our own inner critic.
If all these stakeholders aren't persuaded and nurtured then you're probably missing out on sales and profit. So what should you do about it?
I've pulled together my favourite blogs from Watertight Marketing on the subject, along with an excellent case study where this was a big issue for the business.